Hongkong Land wanted to celebrate the rebranding of its Landmark basement to "LANDMARK MEN" with a runway show featuring actor Louis Koo Tin-lok presenting the latest fashion from their tenants luxury brands. LANDMARK MEN, located on the basement level of LANDMARK ATRIUM, is a celebrated destination for design, grooming and the latest seasonal trends. It was the first shopping mall with an entire floor dedicated to men's fashion and lifestyle.

The visual concept for the launch was to use large infinity tunnels as mysterious rabbit holes leading down to the basement level. Once down in the basement, a program of entertaining performances would help generate and sustain the hype weeks after the launch.